Many people think of naming and logo design as two different subjects entirely, but they are in fact part of the same overall domain of branding. While your logo design is what people see when they think of your business, your name will be said aloud on a regular basis and even help to determine key elements of your logo and signage. Further, your name affects your logo design and how customers view you. To paraphrase Shakespeare, a rose by any other name might not smell as sweet. It might smell downright rotten, in fact.

Many of our most popular businesses are also well named. Is this a coincidence? We don’t think so. In fact, many businesses had to change their name and rebrand before finding the success that they were seeking. Here are just a few successful modern businesses and the name that was holding them back.

Google-once was Backrub. This is the most dramatic example we can think of. Can you imagine a world without Google? Can you imagine the well known Google logo design with any other name? It’s a good thing there was a change of name in 1998, or this company might not be the internet giant we all know.

Pepsi Cola-once was Brad’s Drink. Originally named after its inventor, this world famous cola might not be the world beverage giant it now is had it not changed its name to represent two of its main ingredients, the enzyme pepsin and kola nuts. Can you imagine a ‘Brad’s Drink Nation’? We didn’t think so.

AOL-once was Quantum Computer Services. America Online, or its better known acronym AOL, is much clearer about the purpose of the company in question and also easier to write and say than its predecessor. Is it any wonder that none of us have heard of Quantum but we all have heard of AOL?

Accenture-once was Andersen Consulting. The old name was clear enough about the company’s field, but simply not catchy enough. Accenture is short, stylish, and allows for an interesting logo design, with an accent mark over the wording.

Sprint-once was Brown Telephone Company. This company has been through a variety of names but we have a feeling Sprint is here to stay. The name is short, catchy, and implies speed. Plus, it would be hard to fit Brown Telephone Company, United Telecommunications, or any of the other permutations of the brand on a cell phone the size of a credit card.

These are just a few examples, but they all illustrate one key fact: your name is as important as your logo design when it comes to branding. In fact, in many of these cases, such as Google and Accenture, the name is an integral part of the logo. If you have any questions about whether your name, logo design, and overall brand are holding your business back from success, talk to a professional logo design and branding consultant today.